John Foley - Global Channel Partners Summit 2012Presentation Transcript
Presentation Title: How Social Media Works in Channel Sales
Subject Matter: John will provide strategies and tactics that attendees can implement to incorporate social media
into their sales process. John will discuss finding and connecting with prospects online, providing relevant content,
and generating leads & sales.
Date: Monday, October 8th
Time: 4:00 PM to 5:00 PM
Location: Booth #4461
Audience: Marketing, Sales, Management, Executives
How Social Media Works for the Channel
By John Foley, Jr.
CEO, Grow Socially and interlinkONE
First… THANK YOU!
• For Being Here!
• For Being Willing to Learn and
• For Liking My Boston Accent!
• Brief Introduction
• The Marketing Landscape
• How You Can Find Social Media Success
• Final Thoughts and Questions
• Grow Socially, Inc.
– Online Marketing/Social Media
– Website Design & Hosting
– Email Marketing
– Booth 1072
– Enterprise Marketing
– Plan, build, manage, execute
and measure all activities
– Booth 1071
Intro: John Foley, Jr.
• Jetsetter Status on FourSquare
• Ranked #16 as a Top CMO on Twitter in 2012
• 2nd runner up for this year’s B2B Twitterer of
the Year Award for the B2B “Boss Tweet”
• One of the 50 most influential people in Sales
Lead Management by SLMA in 2012
- Business Transformation
Mailers, Fulfillment Providers
- Business Transformation
Online Marketing Statistics
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
12 million users… and it’s addictive!
80 million users… and sold for $1 billion!
955 Million Users on Facebook
• All of the statistics and charts in the world
do not really mean anything unless you
can turn them into business.
• Social media success starts
here ---> Understand Inbound Marketing.
is a Game-Changer!
“Inbound marketing is
a strategy that focuses on
customers by offering
Social media is a huge part
of inbound marketing!
Content: Essential to
Let’s Get the Big Question
Out of the Way:
• Can social media and inbound marketing
actually work for Channel Sales?
• The answer is YES – Here are three
reasons why that’s true…
• Social media works best when people
connect directly around topics they are
… Channel Relationships are often on focused
on specific areas. People are often passionately
looking for answers & solutions about those
• Social Media communities thrive around
joint-learning versus overt sales pitches.
… Channel partners have insight. They also
have an independence that provides both
authority and authenticity.
• Social Media success is often connected
to positioning oneself as a thought-
…Channel partners know their niche and know
their clients! They can deliver the right
information at the right time.
• “VMware sees a huge opportunity with
social networks. Our partners know better
than anyone the substantial savings end-
users get from leveraging VMware’s
offerings, so the more they are out talking
about the success they’ve had and
answering people’s questions, the better
it is for everyone.”
Partner Communications Manager, VMWare
How This Process Can Work
• Content is provided to
channel partners on an
ongoing basis (some
created by partner).
• Partners push content
to their social
networks, as if they
had written it
• Partners follow up on
the discussions that
How YOU Can
Social Media Provides
• Community Building & Relationships
• Customer Service
• Delivering Immediate Information
Steps to Social Media Success
• Create a Strategy (PLAN)
Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The Key Words
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
Key Social Media Element: Content
• Use social media as more
than a place to post Press
• Rather, serve up relevant
content that can help
your audience find
answers to their
Content Resource Library Visit Resources Daily
Pull Content Make Links Measurable Push Content Out
Content Distribution Strategy
• Resources are monitored. Content is identified and
pulled, made trackable, and pushed out across
The “Key” Words
Apple = Innovation
iPOD, iPhone, iPad, Jobs, Steve Jobs, etc. Mickey Mouse, Animal Kingdom, Florida,
Roller Coasters, etc.
Disney = Magic
Humanize Your Brand
How to Measure Success?
• How many
– eNewsletter Sign-Ups
– Blog Comments
– Shared Links
– Site Traffic
– Show me the money
Tools for Measuring Effectiveness
• Link Shorteners
• Website Traffic
– Google Analytics
– LinkedIn, Facebook, Twitter, YouTube
• Listening Tools
– Viral Heat, Radian6, Google Alerts
Business Building Tips
• A business-oriented social
• Provides opportunities to
position you as a thought-
• Contains a number of
Update your Status Daily!
LinkedIn Tip: Complete Your Profile
• The most popular social
network by far
• Continues to evolve into a
place where both personal
and professional success
can be found.
Personal and Professional Content
• Continues to grow as
a tremendous way to
share content and to
engage with others.
• Features such as
Search and Lists
Use Twitter to Spread the Word
Twitter Tip: Engage & Connect!
• Find your audience
• Share info to
become a thought-
to Find People
• Allows you to share
videos that highlight
you what you offer –
products, services, and
• It’s also the world’s #2
YouTube: Tips for Success
• Discuss topics that you are an expert on…
and that your audience is looking for
answers on. Be consistent!
1. Find your Audience / Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
Four Fundamentals of all Networks
Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of
services, generate leads
Post once a day; Custom
Tab for demo
Twitter company page Become a thought
leader, provide support
Post multiple times
daily; share marketing-
related news; active
YouTube Profile Humanize brand; create
Film weekly video of
screencasts of customer
Pinterest Drive website traffic! Create boards to
highlight portfolio work
• Social Media often
• Prioritize: RELEVANT
listening, & engaging!
• Measure & Adjust
This Takes Planning: Calendar #1
Join in on
Post & Post
This Takes Planning: Calendar #2
• Start with a Plan & Strategy
• Find, Create, and Share
Content that is Relevant to
• Be Ready to Follow-up!
• Measure the Results!
Action Items: #1
• Social Media: Strategize,
Plan, and Align Tactics with
Action Items: #2
• Spend time finding your
audience across various
social networks --- and start
Action Items: #3
• Devote time to creating
content, sharing, and
measuring its effectiveness.
Action Items: #4
• Don’t Wait…
Get Started TODAY!
Resources for You
• Free White Paper on Inbound Marketing!
Q & A / Contact Me!: http://ilink.me/JR